Quirkee is a young and formidable creative communication boutique incepted in 2017 that unites strategic thinking, curiosity and passion for design to create meaningful brands and experiences. From conceptualisation & execution of short digital videos and social media management to creating brand identities/guidelines, ATL-BTL communication, packaging design, event communication collaterals and envisioning digital design experiences, Quirkee’s nucleus of work revolves around creating a lateral shift in perspectives. Gaurav Bahl, Independent Creative Lead & Founder of Quirkee, on a candid discussion with MediaNews4U.Com, talks about How do Indian companies approach brand building?
What is the interpretation of Design? What makes a design process successful?
Several global designers have often tried to address this question and I would try to summarise this as….
Design is an inherently empathetic undertaking that it is almost always done for someone else. It’s an edifice of human emotion, behaviour and belief. In the creative arena, designers try to understand what others are thinking and feeling… Powerful insights accelerate good ideas that have the potential to drive brand and business value.
What is the role of a creative consulting firm that specialises in branding?
Well, since 2008-09, Indian companies have showcased a tectonic shift in their understanding and adoption of branding. Prior to that branding was just specific to a logo and essentially a print advertisement, that too at the mercy of the management. Now, with the world getting digital every second, deeper nuances and layers to branding have evolved and the importance of branding being a competitive tool has increased manifold. Practically, in every industry a brand needs to fight for attention and its survival. For instance, in IT, branding differentiation is carried out for quality talent acquisition and retention; in the fast-moving consumer goods sector, it’s about fighting for shelf space. People have started realising the need for an inventive and a specialist agency that delivers on all fronts, specifically visual communication. Now, branding is a high-stakes game and a need for a specialist is rather imperative.
Besides the Brand Leaders, how does the Board Members in India perceive branding? Is there sensitivity to the design dynamics?
There is certainly more awareness than it was 10 years ago, but there’s still a long way to go before CEOs, CXOs, CIOs and CMOs interpret what branding can contribute to their business, considering the brand is the DNA of the organisation. Frankly, in evolved markets where the CEO has the vision to adopt a brand-driven approach, an army of marketing, communications, and human resource professionals will carry the exercise with elan and implement a holistic branding exercise. That’s where India needs to quickly catch pace. Here, a CEO’s vision takes a considerable time to funnel down to other departmental heads, eventually taking a larger time frame.
How does one go full steam on an existing brand?
Two approaches come in handy. Firstly, improved performance of the brand. The proposition must be very much aligned with a cause that is connected to the consumers, leading to an enviable bond between the consumer and the brand. So, a higher order of EQ (emotional quotient) might do the trick.
Secondly, product innovation by understanding a consumer’s needs more deeply. Catering to the needs of the new age glocal customer and growing the market can be another way for longer sustenance.